First Direct - "Cat"

WCRS

WCRS London, Reino Unido

4843

Marca: First Direct
País: Reino Unido

Anunciante: First Direct

Titulo	Cat
Agência	WCRS
Campanha	First Direct - It's so black & white
Anunciante	First Direct
Marca	First Direct
Posted	Julho 2002
Produto	Smart Mortgage/Balance Texting
Sector Empresarial	Serviços bancários, investimentos, corretores de bolsa
História	The campaign uses Vic Reeves as a spokesman to point out the absurdity of making an obvious decision and thus dramatise the benefits of banking withFirst Direct. The campaign features the endline Choose first direct, its so black and white. In ""Cats"" a passer by is asked to choose between two cats, a hugely inflated one stuffed with £30,000 and a skinny one that is empty. It dramatises the £30,000 you could save on your mortgage repayments by taking a first direct smartmortgage. In "Frying Pan", Vic offers to tell people to duck before he hits them with a rubber frying pan. The analogy is to first directs text messaging service, which helps people avoid the pain of going overdrawn by warning them in advance via a text message.
Filosofia	First Direct challenges the coventions of banking; it is transparent where others obfuscate and hide, it anticipates customers needs and moods where others react to their customers,it engages in dialogue with its customers where others have a monologue and it pioneers bettter ways of doing things where others change when they are forced to. For this campaign the proposition of 'Switch to First Direct and you'll be better off' was articulated via the campaign line 'First Direct - It's so black and white'
Problema	Since WCRS relaunched the brand in 1995, First Direct's offering has always been differentiated by the realisation that conventional banks are an absurd anachronism in today's world. In the relaunch campaign, the support for the proposition of 'First Direct removes the absurdities of conventional banking' was provided by product points such as 'no queues', 'no closing' and 'no charging'.
Tipo de Mídia	Televisão
Comprimento	30 seconds
Mercado	Reino Unido
Director criativo	Leon Jaume
Director de arte	Yu Kung
Redator	Andy Brittain
Realizador	Mark Mylod
Director de contas	Giles Davis
Produtor da agência	Sally Lipsius